An advertising award that isn’t determined by a bunch of creative people arguing with one another about its merits. An award that isn’t really judged at all. Instead it has to cut through all the clutter on YouTube and hold people’s interest – in other words what an ad has to do in real life.

The YouTube Skippys has launched for 2017. This year, four Australian agencies, The Monkeys, WiTH Collective, Saatchi & Saatchi and Ogilvy, are participating in Google’s Creative Agency Team’s creative competition.

Each agency was given the same brief, this year from Movember, and asked to create a video ad, which is running on YouTube with an equally targeted and weighted media plan. Then the view-through rate, average watch-time and organic view count is being measured for each piece.

The winning ad is chosen solely on its performance on YouTube. The creative that grabs and retains people’s attention the best will be crowned the winner.

The videos are live now and will run through to September. The winner will be announced at Brandcast on September 26.

The ads are:

The Monkeys:

Ogilvy Sydney:

WiTH Collective:

Saatchi & Saatchi: